The UK's first HP Scitex FB10000 has been ordered at FESPA 2013 by Swanline Print. The packaging and POS specialist will use the new machine to produce short- and medium-length runs, saying the purchase reinforces its ability to serve its markets.

"Our current business is split 60 percent packaging and 40 percent POS, and this investment will improve our service levels to a standard that competes with traditional analogue technologies," says Nick Kirby, managing director, Swanline Print.

With an established reputation as a screen printing house, Swanline says its investment in digital will help it address the short- and medium-run markets 'cost-effectively and profitably'. "With the digital printing capability, we have the opportunity to version, regionalise or personalise customer jobs," adds Kirby. "For POS, with reduced run-lengths for seasonal campaigns, for example, and more targeted promotions, we expect this press to be a powerful tool to meet customer demands and attract new business."

"The HP Scitex FB10000 industrial press gives Swanline and other packaging converters these capabilities as well as the benefit of printing direct to substrate and other advantages of digital printing," explains Arzu Ilhan Babaoglu, general manager for large-format printing, sign and display, EMEA, HP.